Best Buy Case Stude

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In 1966 Richard Schulze and his business partner James Wheeler opened “Sound of Music” which was an audio specialty store in Saint Paul, Minnesota. Within a year two additional “Sound of Music” stores opened, the company ended its first year by grossing $173,000. The company proceeded to expand and hit the $1 million mark in 1970 and after their store in Roseville, Minnesota was hit by a tornado they held a “Tornado Sale” that they promoted as a “Best Buy” which in 1983 the board of directors approved the new corporate name: Best Buy Co Inc. (BestBuy.com) Best Buy is now the world’s largest consumer electronics retailer with over 1,100 stores which employ 140,000 employees and gross around $25.9 billion in revenue which greatly surpasses their rivals. They sell consumer electronics such as computers, video games, music, cameras, and home appliances in non-commissioned sales. Best Buy stores also do car audio installation and have a Geek Squad for computer repairs and warranty services. (bestbuy.com) In attempts to keep growing as a company and finding better ways to service their customers Best Buy’s customer centricity campaign was created. Customer-centric is defined by the business dictionary as; “creating a positive consumer experience at the point of sale and post-sale” a customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not off the same experience. This campaign is a way to understand the needs and behaviors of specific types of customers by breaking them up into five different categories; Barry: The professional who is seeking the best technology and entertainment and demands the best service. Jill: The typical “soccer mom” who is the busy suburban mom who is looking to enrich her children’s lives with technology and entertainment. Carrie and Buzz: “Early adopter” who is the active,

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